Case Study: Cruise Marketers achieve better prospecting and higher premium upsell rates with Equifax DSI

How Cruise Marketers Can Better Identify High-Potential Audiences

IXI Services (Equifax’s U.S. Information Solutions) helped cruise marketers who were struggling to find new first-time cruisers beyond the traditional Baby Boomer audience and to refine upsell targeting within a broad $125K+ income bracket. Marketers found their standard life-stage and income segmentation insufficient to identify younger high-potential prospects or to separate truly affluent cruisers from the merely well-off, which lowered response rates for acquisition and premium-upgrade campaigns.

IXI appended its Discretionary Spending Index (DSI®), a modeled 1–1000 measure of household discretionary spending capacity, to customer and prospect files. Using DSI enabled cruise lines to pinpoint younger Gen X/Millennial prospects with high spending capacity (DSI 500+), differentiate high-spending households within the $125K+ cohort, and better match premium-offer audiences—improving targeting efficiency and campaign performance.